Dawn Images

7UP has introduced an innovative outdoor campaign with the aim of inspiring neighbours to eat together. Billboards that dispense dastarkhwans have been installed in various locations with a wonderful message on them: let’s eat together with our neighbours.

Anybody can simply roll a new dastarkhwan off the billboard and take it home. The insight behind this novel campaign was simple: Ramazan, a time of spiritual reflection and communal harmony, traditionally brings people together from all walks of life to break their fast and share meals. However, in recent times, societal changes, including urbanisation and socio-economic disparities, have led to a decline in the practice of communal iftars.

Recognising the importance of reviving this cherished tradition, 7UP launched the Ramazan Togetherness Mat(ters) campaign. The initiative aims to reintroduce the concept of communal iftars by providing tearable mats that served both as advertisements and practical tools for sharing meals. These tearable mats, adorned with an amalgamation of modern and traditional designs, strike a balance between contemporary aesthetics and cultural heritage.

Additionally, the messaging printed on the mats effectively convey the campaign’s theme of togetherness. Initially utilised as Out-of-Home (OOH) advertisements, the tearable mats serve a dual purpose, catching the attention of passersby while also encouraging community engagement. As the campaign progressed, the mats transitioned into practical tools for hosting communal iftar gatherings, further reinforcing the message of togetherness. The campaign extended its reach beyond residential areas to include marginalised communities.

By providing mats, 7UP aims to promote inclusivity and underscored the message that togetherness knows no boundaries. People were encouraged to utilise the mats to host iftar gatherings and share their experiences on social media using the hashtag #TogethernessMatters. This user-generated content not only showcased the success of the initiative but also fostered a sense of community and connection among the audience.

Spanned across five key locations, including flats in North Nazimabad, Gulistan-e-Johar, and Gulshan-e-Iqbal. These strategic locations ensured widespread participation and engagement throughout the campaign period. 7UP Ramazan Togetherness Mat(ters) campaign successfully revived the spirit of communal iftars, fostering connections, spreading joy, and celebrating diversity.

Through this innovative campaign, 7UP reaffirms its commitment to promoting togetherness and emphasises the importance of community engagement, especially during the holy month of Ramazan.

This content is a paid advertisement by 7UP and is not associated with or necessarily reflective of the views of Images and Dawn.com.